Running a family-owned winery takes more than knowing your grapes. There are dirt roads to navigate, fruit to haul, and plenty of work that happens long before a bottle reaches the table.

For Carhartt Family Wines in Los Olivos, California, that means having a truck that can keep up with the demands of harvest season.

The family-owned vineyard and winery recently added a Ford F-350 Super Duty equipped with the new Carhartt Package to its operations, bringing together two familiar names with a shared history of hard work.

And while Carhartt Family Wines operates independently from the Carhartt workwear company, the family connection makes this particular truck a little more personal.

Putting the Super Duty to Work During Harvest

For Mike, Brooke, and Chase Carhartt, running the winery means staying involved in the day-to-day work, from managing the vineyard to getting harvested fruit where it needs to go.

The Super Duty has become part of that routine, navigating the property's dirt roads and hauling fruit during harvest.

“Trucks are obviously one of the most important tools that we use in the vineyard and here down at the winery,” said Brooke Carhartt. “Not only does Mike use the Super Duty Carhartt every single day running up and down these roads, but also he hauls fruit.”

For Mike, who spends much of his day behind the wheel, the truck also serves as a mobile office between jobs.

It's a familiar setup for small-business owners who rely on their vehicles for more than getting from one location to another.

Go behind the scenes at Carhartt Family Wines to see how the family uses its Ford Super Duty during harvest season:

A Work Truck With a Little Family History

The 2027 Ford Super Duty Carhartt Package brings workwear-inspired details to Ford's heavy-duty pickup lineup.

Available on XLT Crew Cab single-rear-wheel 4x4 pickups, the package includes 20-inch machined and painted wheels, all-terrain tires, off-road running boards, a dark-painted grille, and a Tough Bed spray-in bedliner featuring the Carhartt logo.

Inside, the cloth seats take inspiration from Carhartt's signature Duck Canvas material and feature the brand's recognizable triple stitching. All-weather floor mats are designed to handle the mud and dirt that come with a working truck.

“The cloth seats are amazing. I love that material, and not to mention how comfortable it is. And the torque behind it is something. It’s such quality. It’s so solid,” said Mike Carhartt.

For the Carhartt family, the connection goes beyond the truck's design.

“Because of the history of my family, there is some level of workmanship, and to me something that I feel like I want to live up to. I want to make that story proud,” said Chase Carhartt.

And for a family business built around working the land, having a truck that can handle the daily demands of the job is another way to keep that tradition moving forward.